I'm talking about the experience of watching the show. Yes, people would feel the push to watch it for the reasons you mentioned, but if I sat my Mom in front of Breaking Bad season 1 and she's never seen an episode, she'll likely have the same reaction than if she watched House of Cards over the course of a weekend. Granted, she has seen Breaking Bad because she's awesome, but whether it's won every award in the history of television or it's a new show, binge watching is the same for an established show compared to a new series... for the viewer.
I'm still torn on breaking it up compared to spacing it out. Personally, the cable companies have got it figured out. 12 weeks of uninterrupted episodes and you're done. It balances out a year a lot better than giving me all of Mad Men... then a month later all of Breaking Bad... etc. It's the networks that kill you because they'll take September through May for an entire season. Skipping episodes for a winter break, for holidays, for State of the Unions and big events, etc. Then you're subjected to the whims of a network. Holding off on an show that's popular so it can build a bigger audience, then bringing it back in 3 months. That's absurd.
People want it all now, and perhaps Netflix feared if they held back, they'd just be another option along with the cable channels. If they want to separate themselves and do something different, then this is the way to do it. Personally, I'd prefer at the very least 2-3 episodes a week. Do them at the same time, if you want. But then you're getting an entire season in just one month. People can get the satisfaction of binge watching if they wait a bit, or they can keep up with it regularly.